Unified commerce is the new omnichannel - the next step in the transition required for companies to be able to meet the expectations of today's customers. The road there is a journey of change that affects the entire organization and must cope with both the brand strategy and the sales strategy.

The aim of the first three steps to digitalisation is to alter the mind-set of your retail business to encourage the move away from a product-focused business model, to one that keeps the customer at the heart.

There is no single technology (“the web”) that will drive the change of the future. There is a mixture of technologies: AI driven Smart analytics, big data, mobility, social media, Internet of Things and smart embedded devices.

B2B and B2C organizations are in a race – to digitally transform business operations in line with other industries. But it’s an obstacle course for those with a legacy retail presence to deal with, purchase patterns to monitor, and suppliers and distribution channels to manage – and no two contracts are ever the same.